The logic of event promotion planning process!

I don’t know if many operations colleagues have had this feeling: everyone can plan an event, but when they delve into the reasons and logic behind it, they are at a loss for words. The reasons keep spinning in their minds, but they don’t know how to express them. It seems that everyone does it this way.

Why should I set my theme like this? You think about it and think that this will be more attractive to users. Why is it more attractive? What kind of logic is it based on?

Next, let’s break down the logic behind it!

1. To understand the logic behind it, you must first have user thinking

Do you really understand your users? Is it often the case that what you think or assume your users will be interested in turns out to be different from what you expected?

A common problem among many people doing operations, including myself, is that they often look at problems from their own perspective, but ignore the users and fail to put themselves in the users' shoes. After doing this activity, I think users will like it. How could they not come with such a big discount? You'd be a fool not to come.

In the end, it turned out that we were the fools. For example, you want me to share the course on WeChat Moments to increase dissemination, so you take advantage of the user's desire to show off and design an honorary certificate of completion for the course to stimulate me to share it on WeChat Moments.

But for me, I may not want to share it on WeChat Moments to let people know what knowledge and skills I have learned, so you need to truly understand the real thoughts of your target users, which requires you to have a certain user thinking ability.

Then you would say, to put it simply, how to cultivate user thinking? We can learn how to determine user needs through three aspects.

1. Indirectly understand users through keyword search

You can search in gathering places where target users often appear, such as social platforms/vertical websites/e-commerce platforms, etc., and use keywords to search for corresponding articles, user reviews, topic discussions, etc., and then collect and summarize user needs.

You can also go to some media reporting websites to find industry articles or research reports that describe target users, such as iResearch/Enterprise Think Tank, etc.

By searching for relevant competing products, you can see what needs the competing products are targeting, and then infer whether your target users also have these needs. You can first use search channels to find information about competitors, what activities competitors have done, etc.

You can use one or two of the above three methods according to the work scenario.

2. Learn about your users directly through user research

The steps and process of user research is a relatively complicated matter, so I won’t go into detail here. Later I will write a special article to talk about how to conduct user research.

The key point of the research content is to find the user pain points. What is it that this group of users want to solve but have not been able to solve? What do they need?

3. Methods for cultivating user thinking

The last method of cultivating user thinking is long-term, which is to cultivate yourself into a user, identify target users, analyze user behavior characteristics, imitate user behavior, and draw results from your own (i.e., user) perspective.

2. Have user thinking and understand user behavior?

Having user thinking is not enough. It only means that you understand what the user’s needs are. So how do you use the user’s needs to guide the completion of the entire path?

For example, if you want users to enter your event page, what aspects should you use to drive users to complete the next action, such as posters, copywriting, display methods, channels, etc.

I would like to introduce a formula for the entire set of user behavior-driven behavior logic, which is the Fogg behavior model, B=MAT, B is behavior, M is motivation, A is ability, and T is trigger.

For example, you are hungry at night (motivation) and want to have a midnight snack, so you go downstairs (ability), find a snack bar (trigger), and have a delicious meal.

That being said, user behavior can fail due to many factors. For example, if you are hungry but want to lose weight, you may not go, which is a lack of motivation. Or if the snack bar is closed and you have no midnight snack to eat, this is a lack of a trigger point, which results in the inability to convert motivation into behavior.

From the above, we can conclude that if you want to guide users to complete the path you set, you need to meet the following requirements: give users enough motivation (Motivation); users have the ability to complete the conversion (Ability); there are factors that trigger user conversion (Trigger).

1. Motivation

What I said above about having a user-centric mindset, finding user needs, and exploring user pain points is actually about finding motivation . You need to observe who the main user group of this event is? What are their needs (interest needs, emotional needs, cognitive needs, social needs)? What is the pain point? Is the setting of activity bait a strong necessity for users?

Here I can also recommend a model to you, the AIDA model, which uses the four aspects of attention - interest - desire - action to analyze and think about which points on the page drive users to complete the next action, such as page background, copy, display method, effect, etc. When you write a copy or poster, you can follow the AIDA model.

2. Capabilities

1) Reduce user paths and obstacles

In today's era of flourishing business, user loss may occur at every step of the operation.

Therefore, the most effective way to enhance capabilities and reduce usage costs is to create a simple and smooth usage path, avoid adding unnecessary and ineffective interference, and prioritize the ultimate goal.

Another thing is to perform complex thinking for users, assist users in making decisions, help with screening and thinking, so that users do not need to think too much about what to do next, and it can be closely linked with triggers.

For example, after the user receives the coupon, you can set it to jump directly to the conversion page. Instead of clicking to receive and then using it in the card wallet, you can directly jump to the conversion page where the coupon can be used.

2) Guide and motivate users to complete the path

In today's fragmented and fast-paced era, users are occupied with a lot of their time. If the path is set too long and there are no prompts and guidance, the user churn rate will be relatively high.

For example, in the first step, you can remind the user that there are only a few steps left to complete, or tell them what rewards they will get after completing the next step, to motivate the user to complete it. From our operational perspective, we have gone through the process many times. It is very simple and can be completed in just a few steps. But for users, why should they complete this process?

3. Trigger

Trigger refers to the incentive that prompts you to take immediate action to activate certain "needs", "pain points" or "interests" of people.

At the last step, users have motivation and trust, but they may also be hesitant and procrastinate. At this time, triggers are used to stimulate users to take immediate action.

Triggers are divided into two aspects: one is direct stimulation, and the other is guiding prompts.

1) How to stimulate users?

You can start from the following aspects.

• Scarcity principle: limited time, limited quantity, and limited conditions to create a sense of urgency; by emphasizing that "there are not many left" and "what benefits will be lost if you miss out", customers will have a sense of urgency that "if you don't buy, you will miss out on the benefits".
• Field effect : In different places, people's behaviors will be different due to the influence of different atmospheres and auras. The group atmosphere is stimulated through group relays, order posting, etc.; the order promotion process involves : anchoring effect (value anchor, price anchor, manufacturing reference anchor), bait effect, social identity effect, etc.
• User psychological factors: such as herd mentality, altruism, showing off, taking advantage, aversion to loss, etc., motivate users to take action.

2) What are guide prompts?

For example, if you send users a coupon at the end of an event, the users will be confused and don’t know what to do or what to buy, which may cause user loss.

Proper guidance can help users convert. You can help users make decisions, such as guiding them to product recommendations, providing them with an entry point to use coupons, and allowing them to convert. Whether it is user thinking or user behavior, it is a subject that needs to be explored in depth. Everyone needs to understand the underlying logic behind it?

For example, how do users make decisions? What steps are involved in generating a purchase behavior? It is not enough to just stay at the surface level of the activity process, we must delve deeper into how the behavior is generated behind the scenes. I hope this article can give you some help.

Author: Operation Wang's Growth Diary

Source: Operation Wang's Growth Diary